Asos has launched a ‘try before you buy’ service, letting customers try on products at home and only pay for what they keep.

Last month, the etailer launched Asos Instant, a same-day delivery service currently being trialled in London.

Asos’ partnership with Klarna will allow it to fight back against the likes of new rival Amazon Fashion, which already offers a similar service to its US Prime Wardrobe customers in the US.

The fashion pureplay’s boss, Nick Beighton spoke to Retail Week about Asos’ efforts to re-engineer the returns process to cater better for its budget-conscious 20-something customer base.

Despite its ongoing investment in its proposition, Asos’ profits soared in its last financial year.

The business posted a 145% rise in pre-tax profit to £80m in the year to August 31, as group revenue increased 33% to £1.9bn, up 27% on a constant currency basis.

International retail sales surged 47% to £1.1bn during the period, and were up 36% in constant currency.

Striking a more downbeat note but still beating the rest of the struggling fashion market, Asos’ UK retail sales jumped 16% to £698.2m and overall retail sales soared 34% to £1.8bn, up 27% in constant currency.